In brief
The government insists that the campaign is all about inviting Australian tourists back as they recover from pandemic losses, despite the slogan causing mixed reactions at home.
New Zealand’s tourism scene is buzzing again, but a new campaign titled "Everyone Must Go!" has stirred up controversy amidst record emigration rates and rising unemployment. The NZ$500,000 initiative was launched to draw in tourists from Australia, a key market for the country’s economy. However, many interpret the slogan as tone-deaf, given the current struggles of locals.Prime Minister Christopher Luxon defended the campaign, saying that the discussions around the slogan are beneficial. Opposition spokesperson Cushla Tangaere-Manuel voiced concerns, stating the tagline makes it seem like New Zealand is desperate for visitors, mirroring the sentiment of many Kiwis who have experienced job cuts.Statistics show that while approximately 130,000 people left New Zealand last year, nearly 160,000 immigrants arrived, pushing some to question the message behind the campaign. Other commentators humorously suggested the tagline may also allude to the lack of public restroom facilities in tourist spots. Tourism minister Louise Upston stated that this campaign signals to Australians that New Zealand is ready to welcome them back. Officials are optimistic the initiative will increase visitor numbers by 5%, as tourism is critical for economic recovery post-pandemic. The campaign kicks off this Thursday, aiming to uplift New Zealand’s tourism sector once again.
